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Whether you are just getting started with mobile implementation, or you‘ve already rolled out the ServiceNow mobile apps across your organization — you’ll want to take advantage of User Experience Analytics to understand the usage and adoption of your end-users.
A common mistake that many teams make is deploying their ServiceNow mobile apps before deep diving into their mobile analytics. This is far too late if you want to optimize your mobile journey/workflows and increase adoption and retention among your users. As a result, teams are often bombarded with end-user requests and usability issues that will overflow your list of priorities. Not only will you be short on time, but if you have not already set clear goals and metrics, you lack benchmarks to base any product decisions on.
User Experience Analytics is an out-of-the-box dashboard capable of providing you deep insight which you can make use of immediately, even during the testing phase of your mobile apps.
Let’s look at some of the out-of-the-box capabilities in User Experience Analytics:
User Flow
A user’s flow can help you quickly understand of your users’ journeys across different screens. A flow shows the inbound and outbound journeys for each screen and pop-up within your app. With user flow insights, you're able to:
- Investigate problematic screens to understand screen usability or performance issues.
- Understand user intent, for example, the different trends between new users who search around the app much more than returning users.
- Routinely monitor navigation patterns.
- Discover behavior trends across factors such as devices, user demographics, and operating systems.
User Retention
User retention reports can help you understand if your app meets your users' needs and expectations, while also enabling you to measure how your app optimization efforts impact user retention.
Monitor insights like how many new users you have, how many returned the following day, and how many never returned. User retention data also shows you the frequency of user sessions and the average time in between sessions given a certain time bucket. Deploy user retention analytics to, among others, perform the following analyses:
- Cohort analysis to identify a month, week, or day with poor retention.
- Compare retention analytics across versions and devices.
Funnel Reports
A funnel analysis shows the percentage of users who completed a desired action along a critical path in your application, such as completing on-boarding. It also provides insight into why users did not complete a desired action and dropped off.
A funnel can include various actions leading up to success or failure of a conversion and there can be multiple paths users might take to reach a goal. Therefore, you may want to build several conversion funnels to determine which goal path is the most relevant and effective for your users.
To measure your users’ conversion rates on a particular goal, three primary metrics are worth examining to give you a baseline assessment of your conversion funnel's overall effectiveness:
- Number of users that progress from one step to the next
- Associated conversion rates
- Average time it takes for users to advance from one step to the next
This was just a sneak preview of some of the capabilities that User Experience Analytics provides out-of-the-box. If you would like to learn more — check out our Mobile App Academy on User Experience Analytics to learn how to get started!
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